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Why Good Massage Therapists Leave Franchises—and Why Supporting Black-Owned Businesses Matters

 

Franchise massage businesses often market themselves as accessible and affordable options for self-care, but behind the scenes, the reality for therapists is much different. For many skilled professionals, especially Black therapists, working in a franchise can feel like being trapped in a system that doesn’t value individuality, expertise, or cultural nuance. As a result, many of us walk away—and here’s why.

 

 

A One-Size-Fits-All Model That Fails Clients and Therapists

 

Franchise massage businesses are designed for efficiency and profit, not personalization. They promote a standardized approach to massage, ignoring the fact that every client—and every therapist—is different. This assembly-line mentality can stifle a therapist’s ability to provide the individualized care that many clients need.

 

For Black therapists, this environment can be even more alienating. Our experiences, skills, and ability to connect deeply with clients are often overshadowed by rigid corporate protocols. Franchises focus on volume over value, which diminishes the healing potential of massage therapy and leaves both therapists and clients dissatisfied.

 

A Disrespectful Clientele

 

The open-door policy of many franchises means that anyone can book a session—regardless of their hygiene, attitude, or respect for the work we do. Some clients treat therapists as mere service providers, showing up unbathed, rude, or entitled. This lack of respect makes it nearly impossible to foster a healing environment.

 

For Black therapists, these interactions often come with the added burden of microaggressions or outright disrespect. The emotional labor required to navigate these situations is exhausting, and it’s compounded by the lack of support from franchise management.

 

Racism in the Workplace

 

The wellness industry is not exempt from systemic racism, and it shows in franchise settings. Black therapists often face subtle (or not-so-subtle) forms of discrimination from both clients and colleagues. For instance:

 

• White clients may express discomfort or refuse to book sessions with Black therapists.
• White therapists often avoid touching Black clients or deliver subpar services, creating an atmosphere of distrust and exclusion.
• Management typically prioritizes appeasing difficult clients over supporting their Black staff, leaving us feeling undervalued and unsupported.
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This environment is not conducive to growth, healing, or professional fulfillment.

 

The Dehumanizing Corporate Culture

 

Franchises treat therapists as interchangeable cogs in a machine, focusing on filling appointment slots rather than nurturing the well-being of their staff. Schedules are packed, breaks are minimal, and there’s little room for therapists to set boundaries or provide the level of care we know our clients deserve.

 

For Black therapists, this can feel especially dehumanizing. We bring so much to the table—our skills, our cultural understanding, our passion for healing—but are often reduced to just another set of hands.

 

Why Supporting Black-Owned Massage Businesses Matters

 

When you support a Black-owned massage practice, you’re investing in more than just a service—you’re supporting a movement. Here’s why it’s crucial:

 

Individualized Care: Black-owned businesses prioritize personalized, culturally competent care. We understand the unique challenges and traumas that Black clients face, and we create spaces where they feel seen, heard, and valued.

 

Economic Empowerment: Supporting Black therapists means contributing to the economic stability and growth of our communities. It’s a direct way to fight against systemic inequities in the wellness industry.

 

Healing Our Communities: Black therapists often focus on addressing the specific health disparities that impact Black communities, such as chronic pain, stress, and trauma. By choosing a Black-owned business, you’re helping to sustain this vital work.

 

Breaking Down Barriers: By seeking out Black-owned businesses, you’re actively pushing back against the racism and exclusion that exist in franchise environments and beyond.

 

Why I Created Rooted Goddess

 

After years of navigating these challenges, I knew it was time to create a space where I could offer the type of care I’ve always wanted to give. Rooted Goddess is more than a massage business—it’s a sanctuary for Black women.

 

Here, you’re not just another appointment slot. You’re seen, heard, and valued. I’ve designed every aspect of my practice to center your unique needs and provide a level of care that franchises simply can’t match.